Improve Your Newsletter Open Rates With These 10 Subject Line Tips
By Louise
December 9, 2009
Email newsletters are a very important tool for communicating with your audience. They build relationships, trust and loyalty.
However, the benefits from a newsletter are only realized if the email is actually opened.
The most critical part of an email is the subject line. This alone can determine how successful each newsletter you send is.
Here are ten tips to improve the way you write subject lines:
Tip #1 – Include Your Website or Company Name
A recent survey by MailChimp of over 40 million email subject lines showed that the subject lines which included the company or website name had the highest open rates. For the survey results click here.
Tip #2 – Keep Subject Lines Short
Most email users only scan what comes in to their inbox, so make sure your subject line is short, easy and quick to read.
Tip #3 – Ask Questions
Ask a question in the subject line, so the reader has to open the email to get the answer e.g. “How can you double your site traffic in a week?”.
Tip #4 – Don’t Give Too Much Away
The subject line's objective is to get people to open the email, so don’t provide all the information upfront e.g. “Facebook Users Increased to 350M in Q4”.
Tip #5 – Never Trick Your Email Recipients
NEVER try to trick your readers into opening your email by writing a subject line which has little to do with the emails content. This will destroy trust very quickly.
Tip #6 – Learn from Magazine Copy Writers
The headlines on the front cover of magazines serve the same purpose as an email subject line; they are written to get the reader to open the magazine. Read magazine covers to learn from these very experienced writers.
Tip #7 – Make the Subject Line Relevant to Your Reader
If you run a website about fly fishing, but publish a great article on your website about renewable energy, don’t write a subject line about renewable energy for your newsletter. Keep the subject line focused on your core subject.
Tip #8 – Watch Out for Spam Filters
Don’t use words that might get caught by spam filters like free, invest, Viagra, sex, guaranteed, etc. Most good email newsletter service providers allow you to run your newsletter through a spam analyzer before you send it out. Always do this.
Tip #9 – Don’t Use Attention Grabbers
Attention grabbers are CAPITAL LETTERS. exclaimation marks, bold, colors . . . anything that artificially tries to manipulate the reader into opening the email. These techniques have been proven not to work.
Tip #10 – Track and Analyse
Every time you send out an email newsletter or marketing email, make a note of the subject line, the number of emails sent and the open rate. Compare the results you get overtime so you can continually refine what works.
Summary
Writing great subject line copy is a mix of common sense, deep understanding of your subscribers needs and continual analysis.
You have got to keep testing and trying new things, but always study the results or you could be damaging your success rather than improving it.
Louise
We believe that everyone should be able to publish digital content and make money without being dependent on ad networks or giant platforms, or wrestling with complicated publishing solutions. SubHub empowers everyone to easily publish content and make money from subscriptions, membership, e-commerce and other options.
As a membership website owner, your primary task is to write content for your members. This is especially important if you are collecting recurring payments from them in return for fresh content. So obviously, you want every article you write to shine!
Writing the perfect article may sound like a daunting task, but with a little planning and some best practices, you can craft content that captivates your members while imparting real information or advice. The steps here are a great start. The only missing piece is to make sure all your content has your distinctive stamp on the voice, tone, and flavour of your articles.
Know Your Audience
This should be easy since your members have already committed to you. Therefore, they already know, like and trust you. But before you put pen to paper (or fingers to keyboard), take a moment to think a little more deeply about who they are, their habits, their needs and wants. You may even know some of them personally. This is a golden opportunity to tailor your piece to answer a question you know they have, or to speak to a particular segment of your group.
Questions to ask yourself:
What does my audience care about?
What problems are they trying to solve?
What kind of tone will resonate with them (formal, conversational, humorous)?
For example, as a nutrition expert, your membership is varied. Some may be vegan, some paleo, some who like everything! They are each going to have slightly different problems day to day. You could answer questions like “is there such a thing as too much protein?”, or “how many carbs is too many?” The list is endless!.
Start with a Strong Hook
First impressions matter. The opening of your article should grab your member’s attention and make them want to continue reading. A strong hook could be:
Examples:
A compelling statistic: “Did you know that over 90% of Americans fail to meet daily vegetable intake recommendations?”
A question: “Are you struggling to understand what ‘eating clean’ really means?”
A personal story: “Last year, I decided to cut out processed sugar. The first week was tough, but the results were life-changing.”
Structure Your Article with Care
A well-structured article keeps readers engaged and ensures your points come across clearly. Follow this basic structure:
Introduction: Introduce the topic and explain why it’s important (e.g., “Why meal prepping saves time and money while improving health.”)
Body: Break down the main points into easily digestible sections, using subheadings and bullet points.
Conclusion: Summarize key takeaways and provide a call-to-action (e.g., “Start your journey to better nutrition by trying these three simple meal prep tips!”).
Using subheadings, lists, and short paragraphs also improves readability, especially for online content.
Write with Clarity and Confidence
Good writing is clear, concise, and confident. Avoid jargon and unnecessary fluff that might confuse or bore your members. Instead (continuing with our nutritionist example):
Use active voice: “Include leafy greens in your meals” is stronger than “Leafy greens should be included in meals.”
Be concise: Replace long explanations with direct, impactful sentences.
Explain complex concepts: Use examples, such as describing how fiber aids digestion by comparing it to a “broom” sweeping out your digestive system.
Add Value with Examples and Data
Readers appreciate actionable advice and real-world examples. Back up your points with data, case studies, or personal experiences. For example:
Share meal plans, recipes, or client success stories to make your points relatable.
Share a success story or cautionary tale to illustrate your point.
Example: Rather than saying, “Fiber is important for digestion,” say, “Studies show that increasing dietary fiber can reduce the risk of heart disease by up to 30%.”
Include a Call to Action
Never leave your readers hanging. A strong call to action (CTA) directs them on what to do next. Whether it's subscribing to your newsletter, leaving a comment, or sharing your article, make your CTA clear and compelling.
This is also a great place to upsell your members. Perhaps you are introducing a new program or challenge. Invite your members to apply to get a free pass or fast action discount.
Example CTA:“Ready for the next level? Join my new 90-day no-carb challenge for free!”
Use Gripping Headlines
Your headline is the first thing readers see, so make it count. A good headline is clear, intriguing, and gives a promise of value. Tools like CoSchedule Headline Analyzer can help refine your titles for maximum impact.
Instead of “Nutrition Tips,” try “7 Science-Backed Nutrition Tips to Transform Your Health.”
Use power words like “Ultimate,” “Proven,” or “Life-Changing” to add impact.
Use Subheads and Bullet Points
Breaking up your text with subheads and bullet points makes it easier for readers to scan and digest your content. This is especially important for online readers who tend to skim rather than read word-for-word.
Use subheads to introduce new sections.
Use bullet points for lists or key takeaways.
Inject Personal Stories and Opinions
Adding personal stories or opinions makes your article more relatable and engaging. Share your experiences, challenges, and insights to build a connection with your readers.
Example: Offer opinions on debated topics, like plant-based diets or intermittent fasting, to spark discussion.
Edit Ruthlessly
This is a phrase that you sometimes here from editors and publishers. What they mean is that you should be ruthless with your editing. You many have just written the cutest, most creative title in the world for your article. But does it tell your member what the article is about?
Consider a cute headline like “You Say Potato, I Say Potahto!”, or “Do You Want Fries With That?”. Do these tell you what the article is about? Not really. It’s usually a good idea to err on the side of the obvious. Something like 5 Ways to Ditch French Fries for Good – With No Regrets”. Now you have a headline that is still engaging but is also more explanatory.
Your first draft is rarely perfect. Once you’ve finished writing, you should also take the time to edit your article. Look for:
Spelling and grammar errors.
Sentences or sections that are unclear or repetitive.
Opportunities to improve flow and readability.
Tools like Grammarly or Hemingway Editor can help polish your writing, but don’t underestimate the value of a second pair of eyes. Ask a friend or colleague for feedback.
Final Thoughts
Writing the perfect article isn’t about following a rigid formula; it’s about understanding your audience, communicating clearly, and providing value. And don’t forget to be authentic in your writing. Use your writing voice to spark or deepen your connection with your members. They want to hear from you, in your unique style. So give the people what they want!
Ready to transform your knowledge into an online business with a membership website but don’t have the time or skill to build it yourself? Our design service could be the solution.
Never underestimate the impact of a well-crafted teaser on a reader or website visitor. This brief yet informative text can be the deciding factor that compels a reader to fully engage with your content.
Creating a membership website homepage is more than just designing a visually appealing page; it’s about crafting an experience that guides visitors seamlessly toward becoming subscribers. Membership homepages need content designed to introduce, inform, build trust, peak interest and prompt the subscription of a visitor. And they also need to be optimised with keywords to be found by search engines.
Getting your first 100 paying customers for a membership website is always the hardest part. But once you reach that number, it becomes much easier to attract new members.
We've put together a 90-day plan for you to get your first 100 paying customers.
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If you're an expert in a niche subject and want to start a business to earn an income from your knowledge, then starting a membership website is the answer.
A membership website allows you to protect your exclusive content behind a paywall so access is only granted to subscribers.
This article will list the steps you need to take to start building your membership website.
1. Identify your target audience
Growing an audience of paying users requires creating content tailored to their needs.
It may seem counter-intuitive but by focusing on a specific niche subject you'll be able to more effectively create content that appeals to your target audience.
Knowing the customer persona of your target audience, enables you to identify and create impactful content specific to their needs along with effective marketing strategies to reach and engage them.
A narrow audience allows you to craft targeted marketing messages that will resonate with potential members resulting in successful marketing campaigns.
2. Determine your membership model
Once you identify your audience, you need to decide the content that you plan to offer, how it will be delivered and the sales model. Employing multiple revenue streams will maximise your ability to monetise your content. For example, by providing a visitor, who doesn't intend to sign-up to a membership, the opportunity to purchase a course, digital download or pay-per-view product means you still capture revenue. The SubHub platform gives you the ability to create multiple revenue streams.
Offering membership tiers which unlock more content and perks depending on the level is another upsell option to employ. But remember, too many choices can have a negative impact. According to Hick’s Law, the more choices you present to a user can prolong their decision making process. So limit the membership levels to no more than four.
Membership fees can be set up as a one-time payments or on a recurring basis. Recurring fees have the advantage of providing a steady and reliable income flow. For members that might need a nudge, including free trial days can entice them to sign up.
3. Choosing the best membership platform for your needs
These days there are a wealth of membership models to choose from. They include WordPress, where you can build your site's functionality with plugins, to all-in-one SaaS solutions. Which you select will depend on your budget, tech skills, membership objectives and the content you want to sell.
WordPress offers the most flexibility when it comes to the design and functionality you can achieve with your website. However, those benefits also come with costs and disadvantages. Unless you have technical skills or the budget to hire a developer, a WordPress site can be out of your price range.
The other major downside with WordPress is plug-in maintenance. When you build a website based on the interaction of multiple plugins, you must insure they are all compatible. One incompatible plugin, can break your whole site. This often happens when a plugin needs to be updated. And when it does, you'll need to hire a developer to fix it.
Alternatively, a SaaS solution (Software as a Service) is a complete service that provides you not only with the website but hosting, maintenance and customer support. Popular SaaS examples are Wix, Shopify, Teachable and SubHub. A SaaS solution reduces the stress of running an online knowledge business. If something breaks, you just need to submit a support ticket. And SaaS companies are always working to improve their product offerings.
You'll want to select a platform you can grow with. The design, functionality, and scalability should be flexible enough to modify to meet your target audience’s changing needs.
Many SaaS solutions specialise in the delivery of specific types of content. If you plan to only sell online courses, you might select an eLearning platform like Teachable. If your focus is website membership, but also want the additional revenue stream of selling courses then the SubHub platform is the answer.
Lastly, choose a platform that provides dedicated customer support. When you run a membership website, there will be issues. Read client reviews support by people who really understand both technology and online publishing is vital.
4. Building your website
If you've selected a SaaS solution, you can start right away creating your site with that solution's website builder. Most SaaS solutions are intended to be intuitive enough for a non-techie to easily use.
Your homepage will be the most important page on your site as it will influence whether or not a visitor becomes a member. Be sure to carefully craft the copy of your banner and body text so that it informs and engages with your potential members. Clearly define, the benefits of your membership proposition.
Your homepage must also be SEO optimised with keywords so that your site is found in search results.
Include a testimonial section as client reviews can have a persuasive impact by showing visitors that others value your product, it’s a vote of confidence in your product.
Pay attention to page speed as a slow loading page will cause visitors to bounce.
These are just a few tips to create a converting homepage.
5. Upload initial content
Before launching, you'll need to have uploaded enough content to satisfy your first members. This could be in the form of blog posts, courses, downloads, videos etc. Then you'll need to stay committed to a regular schedule of adding new content.
Make sure your content is meaningful and is of value to your audience.
6. Follow SEO best practices
Just launching a website isn't enough to get found. From the start, be sure to follow SEO best practices when creating your site and adding content. This will improve your chance of getting found in search results. Using keywords, the proper heading format, internal links and requesting backlinks are all necessary to insure that when Google and other search engines index your site that they understand what your site is about, how content relates to each other.
The same focus keyword needs to be present in your meta title, article headline, first sentence and a few times in the article body.
Once you create an article, submit it to Google search so that it is indexed within 24 hours.
Use the proper heading (H1, H2, H3...) format on your pages. H1 must only be used ONCE on any page. Proper headings inform search engines about the structure of your site and the hierarchy of your content.
Internal links are created when you include links of similarly-themed content to each other. Again, this help search engines understand the content on your site and how it relates to each other.
When a site links to your site, this is a backlink. It proves to search engines that your content is relevant and trustworthy.
7. Grow a community on social media
Drive traffic to your website using your social media channels. It's best to select a single social media platform and then dedicate all your efforts to building an audience. Choose the platform where your prospective members will be hanging out.
Conclusion
Membership is one of the most exciting business opportunities on the internet today. It is established enough that you will not have to reinvent the wheel. Everything you need to be successful is available and accessible to novices and experts alike.
Having a well-designed church website is essential for keeping your congregation connected, attracting new visitors, and sharing your ministry’s mission. A great website serves as a hub for online sermons, event updates, and community engagement.
